Case Study: The Mirage Hotel & Casino refreshes its brand and boosts bookings with Experiences For Mankind

The Mirage Hotel & Casino boosts online room conversions 66% with Experiences For Mankind

The Mirage Hotel & Casino, a well-known Las Vegas resort, faced the challenge of shedding its outdated reputation to attract a new generation of travelers who expected modern, tailored experiences. To address this, the hotel partnered with vendor Experiences For Mankind (EFM) as its agency of record. EFM employed services including customer intelligence, persona development, and campaign development to reposition the brand for Millennial, Gen-X, and Boomer audiences.

Experiences For Mankind developed the "Dream With Your Eyes Open" campaign, which involved a comprehensive rebranding across all digital initiatives and on-site activations. This included creating a new asset library and ensuring brand alignment across every part of the property. The results were significant, with EFM's work driving a 28% increase in annual revenue, a 42% rise in average daily rate, a 66% increase in online room conversions, and a 231% lift in booking intent within six months.

The Mirage Hotel & Casino